Machine learning has become one of the hottest topics in marketing circles in 2018, as organisations strive to understand what it can do and how it works. But as with most emerging technologies, there is limited experience in market against which to make decisions.
So when your company is one of the world’s largest providers of machine learning technology for business purposes, it makes sense to be selling that technology from a position of practical application.
For Oracle chief marketing officer for EMEA and JAPAC, Amanda Jobbins, her machine learning journey started with applying it to the vendor’s lead scoring methodology. Although still at the testing phase, the results have been remarkable.
“The Holy Grail here is to identify a customer right at the moment when they are ready to fully engage or ready to make a transaction, or have a question where